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MARKETING STRATEGY

EXAMINATION QUESTION PAPER - SEMESTER 2, 2007/8

ANSWER TWO QUESTIONS ONLY

1. Discuss the functional perspective of strategy and its use in the
measurement of service quality. Highlight some of the advantages and
disadvantages of this approach to management (50% of marks)

2. Discuss differentiation in a hyper-competitive world and outline any
perspectives of strategy and associated management tools that that may
help in creating differentiation. (50% of marks)

3. You work for Sony Corp., and the CEO has asked for your views on
how the company so badly missed out on the market for digital music,
and how Apple did so well. You have no time to conduct market
research, so you have to fall back on the theoretical knowledge you
have acquired in studying Marketing Strategy. What memo would you
send him, knowing that it's likely to go to the board of directors, all of
whom have studied strategy, though perhaps many years ago? (50% of
marks)

4. Exploiting the experience curve can eliminate competitors from a
market. Explain . (50% of marks)

5. Discuss analysis of competition and the tools that you would use in this
analysis. Use a tool that you have discussed (implement it as a
consultant would) for a company that you know well. (50% of marks)

6. "The challenge in building learning organizations is fighting the
bureaucratization that often replaces experimentation with control and
routine." So says Hurley (2002) in his article 1 "Putting people back
into organizational learning". In a time when marketing budgets are
coming under pressure, make a case to your company's finance director
why your programme of ongoing research, with its interactive user
zone on your website and quarterly focus groups, should be kept in
place. (50% of marks)